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NILESH DUBEY[Sr. SEO Freelancing Consultant]
Email Id: - [email protected]
NM InfosystemWE TOUCH WITH YOU ALWAYS
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Why bother with search engines? 81% of Internet consumers find web
sites via search engines & directories.
Top 30 results receive over 90% of search traffic.
If your site is not in the Top 30, it most likely won’t be found.
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Main methods of accessing websites
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46% of visitors come from Search Engines. Red Sheriff
55% of online purchases originate from Search Engines. Overture
A search engine visitor is 5 X more likely to convert to a sale than a visitor from a banner ad. Search Engine Watch
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Organic Positioning - SEO Organic Positioning – Web sites that rank
well based on their content, popularity, and reputation.
Achieved through Search Engine Optimization (SEO)
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Importance of SEO
“The #1 way to find new websites online is through Search Engines.”
“4 out of every 5 Internet users say they use a Search Engine daily.”
“80% of all Search Engine users say they stop looking for a site after the first 30 results.”
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How does SEO work?
Organic Positioning Meta tags Content pages Link popularity Website themes Search engine
submissions
Pay-Per-Click Multiple URLs Keyword buys (search
engine listings) Keyword auctions
(search engine listings)
Keyword advertisements (Banner and button placements)
As the art of successful SEO develops, there are two different optimization models evolving:
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Why perform organic positioning when it's so straight-forward to just buy the placement ?
Organic Positioning (SEO) is FREE!! However, best sales results are being
enjoyed by online companies who do both
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Implementing an SEO Strategy Step 1: Online Objectives Step 2: Keyword Research & Analysis Step 3: Directory Listing Step 4: Content rich pages Step 5: Submission to Crawlers Step 6: Link Popularity Analysis Step 7: Big Site? Split It Up Step 8: Paid Placements Step 9: Maintenance Step 10: Time
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Step 1: Online Objectives Online Sales/Marketing Objectives
The business objectives of your website The number of products/services you are trying to
promote on your website The geographic location of the market you are
targeting The results you want to see The amount of money you are prepared to spend
Online Marketplace / Competition The amount of competition for keywords related to
the content of your website Have you identified the RIGHT
keywords?
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What are Keywords used for? Search engines index words Content development
Meta data; Title, Description, Keyword tag
Link strategies
URL, domain and sub-domain development
Paid Listings – KWP buying
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Step 2: Formulate Keyword Strategy
Well-researched key phrases Identify general and related keywords/key
phrases
Relevant keyword phrases Identify the keywords that your prospects
actually search upon
Popular keyword phrases Identify the most traffic driving keywords
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Keyword Research Tools WordTracker.com
Goodkeywords.com
Overture Search Suggestion Tool http://inventory.overture.com/d/searchinventory/suggestion
Related searches at Yahoo, HotBot, AllTheWeb.
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Types of Search Engines Directories list web sites using human
editors
Crawlers use automation to read your pages
Paid or CPC engines list sites based on payment Distribute listings to others
Most search engines have “primary” results from one source, which defines what they are Other sources, like paid listings, may be available
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Step 3: Directory Listing Must be done properly the first time with
the correct Title, Description and in the relevant Category.
Directory Listing increases the probability that your website will rank high on other search engines.
Search engines look at directory listings to measure your website's credibility.
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Major Directories Yahoo – still popular even though
the default results are powered by Google (soon will be powered by inktomi)
Open Directory (ODP) – distribute results to Google, AOL Search, Lycos US, HotBot & others
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ODP – How it works Similar to Yahoo, submit descriptions,
titles, choose category as with Yahoo NO submission fees! In general, one category per URL If not listed in 3 weeks, resubmit Still not listed? Follow up with editors Still not listed! Try a less “populated”
category Boots vs. Athletic Shoes
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Step 4: Content is KING Content, Content, Content!!! - Search
engines prefer big, dumb ugly, content rich HTML pages
What words do you think each page in your website is relevant for?
Now look again at the pages. Are you actually using these words???
Try searching your own site for these words. If you can't find them, search engines won't either!
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Keyword-Rich Body Text Website Content - must contain keywords
spread out throughout the pages maintaining the keyword density.
Good content on different topics using HTML text
Design issues that can impact ranking (or just indexing) especially include Splash pages, frames & dynamic delivery Avoid heavily nested tables
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Crawling your website
Search Engine Crawlers can spider every page on your site.
Every search engine crawler looks at different components of your web page to determine your rankings.
Making a “search engine friendly” helps the crawlers spider websites easily
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Major Crawlers Google – standalone, provide results to
Yahoo, Netscape, AOL, many others
Inktomi – primary results at MSN, Overture; soon will supply results to yahoo
FAST Search – Lycos & AllTheWeb.com
AltaVista – Standalone
Teoma – owned by & feeds Ask Jeeves
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Step 5: Submission To Crawlers Crawlers should find you naturally, but
submitting may speed the process and may increase your representation
Submit your home page & key “section” pages
Turnaround - From a few days to 2 months
“Paid inclusion” also option, but first, let’s check out the free submission!
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Free Submission Most search engines still offer free search
engine submission from their website.
Turnaround - From a few weeks to 2 months
Get links from websites that Google already has listed in their index. Google's spider will find these links and follow
them to your pages the next time they crawl the web.
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Fee-based Submissions Offered by Inktomi, Altavista, Fast/Lycos,
Ask/Teoma etc.
For a small fee, guarantees pages will be added quickly & revisited on a regular basis
NO guarantee that the pages will rank well for key terms
Turnaround from a few days to 2 weeks
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Manual or Automatic Submit? By hand - the most effective Automated software programs – could be
used If you have plenty of traffic and good
rankings, don't resubmit Search engines will deep crawl you through the
links on your site
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Step 6: Link Popularity Link Popularity - Important pages have
many links or important” links pointing at them
Major component of Google’s Algorithms
Exchange links with sites with a PR3 or higher - Google re-spiders those sites more often.
Linking with another site – not sufficient, Link Reputation very important.
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Link Reputation
Link reputation is determined by anchor text
Context of links taken into account Use your keyword/phrase in the anchor
text. Content and relevancy of the linking site is
important.
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Step 7: Big Site? Split It Up Increase representation by subdividing
large sites logically into sub-domains or separate domains
Instead of Do this site.com/movies/ movies.site.com site.com/books/ books.site.com site.com/auctions/ auctions.site.com Or this moviessite.com bookssite.com
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Benefits of splitting it up Search engines will crawl each sub site to
more depth
Deeper crawl = greater representation = more chances of ranking well
Each site gets its own home page
Directory editors more likely to list multiple sites rather than subsections of the same site Especially if the sites are visually distinct
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Step 8: Paid Placement Buy your way to the top, usually on cost
per click basis (CPC) or cost per impression (CPM) system
Experience can vary – success can depend on your description, “arrival” page or even search engine you choose
PPC Engines – Overture, Google, Findwhat etc.
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Step 9: Maintenance Search engine frequently change their
criteria and algorithms to determine rankings.
In order to maintain top positions, keep yourself updated.
Maintain your website with updates and finely tuned modifications.
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Step 10: Time A successful search engine optimization
campaign may take months (not including the pay per click management)
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Results of a successful SEO Strategy Higher rankings on search engines. Increased visitor traffic to your site. Control over what search terms your site is
found under. More qualified targets visiting your site, leading
to an increase in sales. An edge over your competitors. Assisting search engine users to find what they
are looking for. A higher return on web site investment.
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SEO is one of the strongest measures of web promotion
SEO allows potential customers to find you! SEO strategies should be tailored to meet
YOUR needs
Measurement / analysis of SEO campaigns is essential
Optimize your campaign on your objectives, not the level of click throughs you receive
Conclusions
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Mr. Nilesh Dubey[Sr. SEO Freelancing Consultant]
Ph No. 8108203820 / [email protected]
(Nalasopara East)www.nminfosystem.com
THANK YOU
